1. PR for Privatization

2. Understanding the Media
24-hour news cycle
Ratings & research
Water cooler moments

3. Understanding the Media

4. Understanding the Media
News Director
Assistant News Director
Executive Producer
Producer
Anchor
Assignment Manager
Reporter
Photographer

5. PR Extends Beyond Reporters

6. PR Extends Beyond Reporters
Social media
Students & parents
School districts

7. Importance of Messaging
Four C’s
Clear
Concise
Complete
Compelling

8. Sound Bite School

9. Sound Bite School Be Brief Stick to the facts Never, ever speculate
Build a bridge
Stay positive

10. Interview Tips & Tricks
Be prepared
Anticipate questions
Eliminate distractions
Colors matter

11. Media Myths

12. Media Myths The reporter is my friend The media is out to get us
I have to answer every question

13. Success Stories School start ups Special events New technology/buses
Driver training

14. Success Stories

15. Recap Reduce risk & create opportunities Build up a bank of goodwill
You are in charge

16. Role Play
What is your :15 message?